Taco Bell & Star Wars

Making the whole greater than the parts

THE SITUATION:PepsiCo, then Taco Bells corporate parent licensed the rights for the theatrical relaunch of the original “Star Wars Trilogy.”KFC decided to not participate, Pizza Hut ran a line art coloring program on pizza boxes.

THE PROGRAM:A fully integrated promotional program developed working directly with LucasFilms, including:An on-pack game, packaging, merchandising, all fulfillment and program management.

THE RESULTS:17% YOY increase in system wide sales. Over 80% franchisee participation.